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“How to attract new customers by using today’s existing
and new digital interactive channels?”
- The key take-aways
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(Digital) Marketing starts with great insights...
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Every marketer should have a deep
understanding of the Consumer Decision Journey
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Source: McKinsey
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We should break down the (digital)
marketing silos and organize around the
consumers
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Bu
sin
ess
Ob
jec
tive
s
Price Premium
Market Share
Marketing Value
Bu
sin
ess
Re
sults
Customer Equity
Intention
Awareness
Perception &
Reputation
Preference
Acquisition
Engine
Retention
Commitment
Recommen-
dation
Behaviour
Environmental and Competitive Scan
Tangible Action Plans
Marketing Drivers
Products / Technology
Services
Communication
Purchase Process &
Experience
Relationship
Building
Channel
Management
Price Positioning
Segmentation &
Targeting
Positioning
Scope
Marketing Strategy
Business Paradigms
Value proposition Value creation Value capturing
Deep Channel & Customer Insights
Digital should be an integral part of the overall
marketing plan
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Once you know your strategy you can choose the most
optimal channels and tools to engage with customers
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Digital marketing requires digital specialists
as well as marketing architects
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General experts /
Marketing architects Digital experts
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The rise of big data and marketing technology require
some new roles
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Chief technology officer as the
link between the CMO and CTO
Data analyst as the most sexiest
job of the 21st century
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